SMG, ZenithOptimedia pick comScore over Nielsen for online ratings

05/16/2013 | Wall Street Journal, The

Starcom MediaVest Group and ZenithOptimedia -- representing about $32 billion in annual brand spending -- have signed up to use comScore's online ratings system, setting up a showdown between comScore's Validated Campaign Essentials service and rival Nielsen's Online Campaign Ratings. SMG says comScore has the edge in foreign reach and will allow for further collaboration. "Traditional industry measures and players fall short on delivering the innovation we need for our clients," says Laura Desmond, SMG's CEO.

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